When it comes to email marketing it is all about how you word things. Spam filters are made to search out certain words and phrases and flag them so be sure to avoid these common and not so common triggers.
Most common triggers:
  • Going crazy with exclamation points!!!!!!
  • USING ALL CAPS–IT’S LIKE YELLING IN EMAIL.
  • Coloring fonts bright red or green
  • Using the word “test” in the subject line
  • Creating an HTML email that’s nothing but one big image, with little or no text (don’t just make an image and send that)
  • Using words like “sale” “Marketing” or “Free”
  • Avoid using too many $$$$$$

Not so Common Triggers

  • The phrase, “extra inches” will get you a score of 3.1 by spam assassin. For example “come to our spa and use the new abc service to take those last extra inches off!”
  • “You registered with a partner” – If the body of your email contains that phrase, chances are very good that your email list is not permission-based.
  • “Dear”.  Do you merge the recipient’s FNAME into your messages? If so, don’t use the d-word. Turns out “Dear” will get you 2.7 spam points. That’s about halfway to getting your email blocked.

Next week: The Basics of the CAN-SPAM Act of 2003